Customer Service + Communication Method

Customer Pyramid on customer service:

Platinum Customers are served immediately with customer service that exceeds their expectations by providing customisation and spend the most time to build relationships as they are the most profitable customers.Gold Customers are served immediately after Platinum customers with customer service that exceeds their expectations by providing customisation and more time is spent to build relationships as they are more profitable customers.

Iron customers are served later than gold or platinum customers with better customer service than lead customers and spend less time to build relationships as they are the not as profitable customers.

Lead customers are served with basic customer service of answering their questions or queries that they have and spend the least time upon to build relationships as they are the least profitable customers.

Communication Mix:

Paid Impersonal Communication Mix:

Advertising

Kinokuniya has paid advertisements on the newspapers to advertise their Christmas and new year sales.

Sales promotion

They have occasional promotions and bundling for the books during different seasons. During their 10^th anniversary, they had store wide Promotions

“PROMOTIONS (7th – 10th AUGUST 2009)

20% off storewide promotion

From 7th – 10th August 2009, all customers can enjoy 20% off* storewide at all Kinokuniya Singapore stores!”

taken from a Singapore forum http://forums.hardwarezone.com.sg/archive/index.php/t-2458541.html

and another article on the 10^th anniversary

http://livinginsingaporetoday.com/9629/20-off-storewide-at-kinokuniya-liang-court/

Store atmosphere

Kinokuniya provides a relaxing and enjoyable environment for customers to browse through the books. It also provides clear directions on different segments and categories eg. Fiction, design, etc.

Non Paid Impersonal Communication Mix:

http://www.japantimes.co.jp/info/kinokuniya.html

Kinokuniya has many different forms of free publicity on newspapers and magazines when there are events regarding Kinokuniya, for eg. When there are openings of new outlets of Kinokuniya in the country or when there are releases of new books and Kinokuniya invites the authors over for a storytelling and signing event. There would also be free publicity for Kinokuniya on blogs posted by the public based on the books Kinokuniya carries as certain books can only be purchased at Kinokuniya.

Done By: Stacie, Cyn , Gerald